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Hardware Workshop at Bolt
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Hardware Workshop at Bolt

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A basic starter guide for developing your startup's brand. A review of what brand is (and isn't), what it was in the 20th century, and where it's going.

A basic starter guide for developing your startup's brand. A review of what brand is (and isn't), what it was in the 20th century, and where it's going.


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  • 1. @benjaminspear #brandhack #hardware slideshare.com/benspear codefining your brand relationship covenant
  • 2. @benjaminspear #brandhack #hardware slideshare.com/benspear brand strategist visual designer marketing hacker science fiction geek ask me anything
  • 3. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 1 brand is not us telling the consumer—it’s us telling them, them telling us, them telling each other
  • 4. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 2 brand is a cognitive certainty
  • 5. slideshare.com/benspear @benjaminspear #brandhack #hardware clans paleolithic (2,600kya) – egalitarian societies, all relationships dynamic
  • 6. slideshare.com/benspear @benjaminspear #brandhack #hardware nations neolithic (10kya) – humans relate to the nation-state like it’s an individual
  • 7. slideshare.com/benspear @benjaminspear #brandhack #hardware modern brands industrial (250ya) – allegiance to entity prospers, information is mass-produced
  • 8. slideshare.com/benspear @benjaminspear #brandhack #hardware singularity information (45ya) – owner- customer relationship in flux; information ubiquitous
  • 9. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 3 never stop starting
  • 10. @benjaminspear #brandhack #hardware slideshare.com/benspear data product ideas learn measure build industrial information productideas build never stop
  • 11. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 4 successful brands relationships value process, not product
  • 12. slideshare.com/benspear @benjaminspear #brandhack #hardware “brand” defined by product cows defined as meat us-vs-them approach
  • 13. slideshare.com/benspear @benjaminspear #brandhack #hardware singulatiry defined by process temple grandin be your customer to understand your customer
  • 14. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 5a brand ≠ logo, product, ceo, name, tag-line, mission statement, business plan
  • 15. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 5b brand = sum of the relationships that drive your business
  • 16. @benjaminspear #brandhack #hardware slideshare.com/benspear lesson 6 never wait—engage brand practitioners from the very beginning.
  • 17. @benjaminspear #brandhack #hardware slideshare.com/benspear resources @distillity (blog) @brandfolder @undercurrent @strategyzer
  • 18. @benjaminspear #brandhack #hardware slideshare.com/benspear partners business model canvas  strategyzer.com activities resources value props customer relationships channels customer segments revenue streamscost structures
  • 19. @benjaminspear #brandhack #hardware slideshare.com/benspear